As you work to improve your brand’s customer experience, you are sure to wonder about the Definition of a Touchpoint. Maybe you’ve heard about including touchpoints in your branding strategy…however, that’s not enough for you to grasp the full connotation of this ever-essential, brand-changing concept.
A loose definition of Touchpoints goes something like this:
encounters between the customer and the brand
This definition is not false; however, it completely robs the touchpoint of all its power. It makes a touchpoint seem like nothing more than a chance passing in the street, or a mindless nod.
When a brand truly embraces all the opportunity that comes with touchpoints, it will begin to build its own definition; one that’s more like this:
individual opportunities to engage consumers and convert them to customers
Your brand’s touchpoints will be somewhat unique, in that if you’re doing it right, you will interact with consumers in ways that no other brand will. An example of a Touchpoint List would be:
- Newspaper Ad
- Event Sponsorship
- Email Marketing
Your list may be shorter, it may be longer…but it will most certainly be different than this one.
At How to Build a Brand, we always recommend that companies record all of their consumer touchpoints in their branding and marketing strategies, in order of importance; however, there is often one aspect that is missed:
The order of importance should be customer-focussed, not company-focussed.
In other words, are you recording and improving upon touchpoints in the order that you believe they will benefit your brand, or in the order that consumers are telling you they want to be engaged? Your touchpoint list should be ordered as your ideal customer would order it, starting with those touchpoints he sees as:
- most interesting
- most engaging
- most memorable
- most valuable
- most beneficial
How does your ideal customer wish to receive information? At what times is he most receptive to messages? Does he prefer to read, hear or interact in person? What type of interaction will elicit the emotions that are most valuable to his conversion?
How can you acquire this information? You must interact with your target audience.
- Conduct a survey.
- Measure analytics.
- Join in conversations.
- Listen to feedback.
- Ask specific questions.
- Determine what is productive (and unproductive) for the competition.
It’s also important to keep an open mind to touchpoints you may not have known existed. Is your ideal client searching for your Klout score? Then it’s important to have a good one. Is he looking for reviews on third-party sites? Then it’s crucial that you monitor those. Is he going to friends and family for recommendations before anything else? Then you must invest time in creating brand champions who spread the word about your brand accurately and with loyalty.
Also remember that your touchpoint list will evolve. As technology progresses and people refocus, your audience will gather information and look for emotionally charged experiences at different times, in different places and with different benefits. Know your ideal client. Follow his behaviour closely. Learn to predict his moves before he makes them; his problems before he experiences them.
Defining your brand’s touchpoints is all about anticipating your ideal customer’s next move and meeting him there with a brand experience that is targeted, pleasant, valuable…and unforgettable. Accomplish this, and you will accomplish brand success.
Are you hoping to learn more about how you can improve your customer’s experience, to become more credible, visible and profitable? Then you must look into the B.R.A.N.D. Building Boot Camp, a one-day branding experience designed for the highly motivated entrepreneur who wants outstanding results in just a short amount of time. Learn more and register here.